“MEASURING AN IMPACT OF GREEN MARKETING ON CONSUMER BUYING BEHAVIOR AND BRAND IMAGE- AN EMPIRICAL EVIDENCE WITH REFERENCE TO FMCG INDUSTRY IN GUJARAT STATE”

Abstract

Growing public policy and business awareness of the numerous environmental issues has contributed to a change in the way consumers live their lives. Due to covid-19 where everything is on hold, Green Marketing is in perceptible need of an hour. Consumer mindsets concerning a Green Lifestyle have altered (pray Jani, 2020). Individuals are keenly trying to lessen their environmental impact. Consumers and organizations are feeling responsible towards environmental issues and they are actively participating by purchasing Green Products. Companies and firms have seen a shift in attitudes towards customers and are seeking to achieve a strategic market advantage by exploiting the potential of the green business sector. (Narges delafrooz, Mohammad Taleghani, Bahareh Nouri, 2013).The analysis of this research paper had the aim of proving insights about the relationship between green marketing and consumer buying behavior, determine the factors that take precedence in green practices and establishing a relationship between green marketing and brand image with reference to FMCG firms. Scope of the Study: The scope of this study is limited to urban cities in Gujarat namely Ahmedabad, Baroda, Surat, and Rajkot. Research is limited to FMCG brands that use green marketing practices. Further the conceptual scope of the study is limited to the relationship between green marketing, consumer buying behavior and brand image of the company. Different demographic factors such as age, educational qualification, occupation, monthly income, marital status and size of the family are taken into consideration for the study along with other variables which are based on literature. Research Gap: Many research have been conducted to find out the relationship between green marketing and consumer behavior abroad. But there is a lack of research specifically conducted to measure the relationship between green marketing, consumer buying behavior and brand image with reference to the Indian FMCG sector.